Root Markets: Applications for the New Attention Economy

Seth Goldstein, ROOT Attention Exchange

O'Reilly Emerging Technology Conference

San Diego, CA Mar 7, 2006

http://conferences.oreillynet.com/cs/et2006/view/e_sess/7809

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Inspired by last year's ETECH

Web 2.0 = Attention 1.0

Is attention money or time?

New Yorkers care about money, Silicon Valley cares about time

Most SiliValley technology is about saving time and combatting
ADHD

We're about selling your attention

Is it a privacy challenge or a publicity opportunity?

Information attracts attention

	* to get attention, you have to give information
	
	* receiving attention makes you influential
	
	* influence is the amount of attention you get relative to the
	amount you give
	
	* people can receive attention even when they're not present --
	THomas Hardy gets attention even though he's dead when you read
	his books

Web services have enabled the recording and sharing of attention
choices in realtime

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ROOT: Open exchange for attention economy

PPA: Promising to Pay Attention (PPA) -- not CPM, not PPC

We PPA when we put something on the calendar -- attention bonds

	* promising to watch son's soccer game
	
	* promising to test-drive a car

People and companies depend on these, defaulting on them is bad
for your reputation

They're all we have in the attention economy

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Why are attention bonds relevant to Wall St?

PPAs can be pooled, securitized and traded

Wall Street turned mortgage payment processes into $1 trillion
Collaterallized Mortgage Obligation Market

Mortgage bonds made housing affordable fro many people

What will attention bonds do for us?

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Attention bonds:

* WHo are you with, what are you doing, who are you calling, what
are you buying, who are you emailing

* An impression $0.001, email $1, mortgage leads $25, Army
application $2000 with 80 fields of data

You pay attention to parents, teachers, bosses, trusted parties,
interesting websites, valuable offers, helpful advice

You keep your attention from distractions, advertisers,
companies, flashing banners, strangers, etc -- people who co-opt
and steal your attention, data-brokers, spammers, unsolicited
calls, email items and new feeds

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Who owns your attention? You do

You should own copies of all the info you send to web-services

Amazon owns a copy of your purchase history but so do you

AttentionTrust.org: a nonprofit to oversee attention economics

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ROOT Vault: A place to send your attention data

	* Send your clickstream to your Root Vault
	
	* More to come
	
	Store it
	
	* Mine the data: when do I co online, what do I do, what are my
	trends?
	
	* Charts help you visualize it
	
	* You can do this with Firefox history and send around textfiles,
	but this is easier
	
Exchange attention:
	
	* Clickstream Dating, or 2 APIs Fucking
	
	* Two APIs bring data together and talk about which sites you
	visit that I don't, you visit that I don't, when we start
	browsing, what similarity we have
	
	* Meet people with similar attention

Delete it:

	* All important
	
	* Also, you can move it


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